Unilever marketing Assignment

Unilever marketing Assignment

Unilever P.L.C and Unilever N.V have the same board of directors. Unilever PLC deals with products including personal care products, food items, and other household products used by people across the globe. Its outstanding portfolio includes brands like Knorr, Magnum, Lux, Lipton, Axe, and Lynx. 

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Whatsmore, this universal brand spent a lump sum on community products. It generated 50% of the turnover in improving and surfacing its product in continents like Latin America, Western Europe, Africa, and Asia. Unilever operates in above 90 countries and is present in seven out of ten households worldwide. 

Overview of Unilever (Vision & Mission)

Unilever P.L.C aims at expanding its business and reaching global markets. It plans to meet the daily necessities of consumers. As of now, they exported their products to 75 countries, and one of every two consumer goods includes their branding. They dedicate themselves to the welfare of their consumers. 

It aims to meet the requirements in hygiene, nutrition, and personal goods in the form of consumer products. The product that not just makes them look good, but also feel good and make the most of their lives. 

Unilever Target Market 

The majority of the consumers and suppliers of the FMCG Enterprise are from Asia. It is because the transport, labor, and inventory costs are the lowest in Asia. Being a brand based in Australia, Unilever is so closely related to the Indians. As such the cultural differences and market differences are much less in comparison to Europe and America.

Categories of products manufactured by Unilever PLC have a market segmentation based on their values. 

The pricing of products varies based on the nature or type of products. Dove Shampoo has been classified as a cost-effective method for hair and skin maintenance. But as the packaging of Dove Soap is like other average soaps available in the market, it comes with a nominal price. They need to keep nominal pricing for all the products. It is the reason how the brand procures prices in the future will depend on its competitiveness. 

The FMCG Enterprise has about 165000 employees with an extensive network of distributors and retailers. . Healthcare product’s consumer age group starts from 5. They have a preference for both tasty and nutritious food supplements. Consumers of the products vary in respect to age, income, social status, and their product necessities. Home care product consumers vary from 14 to 50 years


Unilever exploits almost all the tools available to the enterprises. Diversified brands of Unilever follow a distinctive marketing strategy. But, each uses the same logo, ideology, caption, and design of Unilever. The promotion offers a great bargain where the customer could purchase products in bulk, but pay only a quarter of the price. Dove follows a strong promotional strategy, as 50% of customers incline to buy through their smell and price alone. 

Marketing Strategy of Unilever

  • Dove is a leading manufacturer of soaps and shampoos. Owing to their advertising strategy, sweet smell of the products, and a smart logo, it gained popularity among Malaysian ladies. Dove Soaps are more like a beauty bar rather than bars that keep your skin flaky and dry after use. 

Dove aspires to be a brand that inspires ladies to learn more about beauty products, making them more confident.

  • Segmenting products based on population helps Unilever to stay ahead of its competitors in the industry. With more than 130 years of experience, the FMCG brand knows what product and population complement each other. There is no doubt that it has a loyal customer base. Unilever has been a culturally diverse nation. Most of the customers in the UK consume dairy-based products. As such, Unilever focuses on products like margarine, cooking butter, and so on. 
  • Unilever produces products that meet the requirements of clients all over the world while covering the majority of the overall market. With a wide customer base, it won’t just gain profits, but also garner useful information on customers on how the preferences, choice, and product demands vary from time to time. 

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Hrm Practices of Unilever Company

1.Organizational Structure

It alludes to building up an enterprise that meets all the needs, assembles them in a way empowering coordination and co-existence. Human Resource Management proves to be beneficial for the concern to accomplish its objectives. Unilever administrators across the globe are outfitted with predictable skillsets and a language that enable them to viably handle the challenges they face. 

The overall structure of Unilever formed by its HRM department is effective and liable to meet this objective. Experts at Unilever follow diverse marketing strategies to choose constantly the best alternative for organizing. 

2.Job advertisement and responsibilities entitled to the employees 

It alludes to settling on the content of the job posts, their obligations and duties, and the connections between the employees and others in the association. The job role planned by the HRM department gets directed for meeting the purposes and objectives. Then again the responsibility of each employee gets coordinated to such an extent -that the accomplices like TACK can offer the consistency, depth, and breadth of preparing the much-needed portfolio of the enterprise. 

3.Organizational development 

It alludes to invigorating, planning, and executing the programs intended to improve the viability with which the association works and adjusts to change. The market is evolving from time to time. Like other enterprises, Unilever needs to adapt up to this change to sustain and compete with its rivals. The HRM department is organized such that it meets its objectives in the best way possible.

Conclusion for assignment on Unilever Marketing 

Unilever conducted a market strategy as the consumers of developing countries are more focused on price. It helps the companies have a competitive edge over the locals, till they figure out ways to manufacture better products and bargain with prices. 

Unilever’s brand innovation program consists of varied advertising and marketing efforts including social media. It believes that the profitable should also contribute to the overall growth of the FMCG Enterprise.

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